Sony Ericsson WTA: Looking for a hero?

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Released:	June 2008
Avertiser:	SONY ERICSSON
Category:	Entertainment & leisure

Credits:

Maria Sharapova and French Open winner Ana Ivanovic are to appear in a TV ad inspired by Charlie's Angels, as part of a $15m (£7.7m) global campaign to promote the professional women's tennis tour.

The Women's Tennis Association campaign, which will run in more than 75 countries, has been timed to break over the summer when tournaments such as Wimbledon and the US Open raise the sport's profile to a seasonal high.

The campaign, which includes press and digital advertising, uses the idea of the champion tennis players as "superheroes both on and off the court" using the strapline "Looking for a hero?".

WTA's ad opens with shots of the tennis stars dressed in casual attire in everyday situations. They then each receive phone calls, on sponsor Sony Ericsson's phones, and dash off superhero-like to re-emerge dressed for competition in their tennis outfits.